PHILIP BURGESS

By Philip Burgess - UX Research Leader Every product team needs direction. Just as navigators use the North Star to stay oriented on long journeys, UX researchers need a guiding vision that ensures every study contributes to the bigger picture. Without it, research risks becoming scattered—reacting to requests instead of strategically driving impact. Why a North Star Matters in UX Research Prevents Random Acts of Research Without a guiding vision, teams often jump into ad-hoc